If you’re a small business owner, you know all about Small Business Saturday. But for any readers who haven’t heard of it, Small Business Saturday is a shopping holiday held the Saturday after Thanksgiving, so this year, it is on November 30. It was created in 2010 and is a registered trademark of American Express.
Yes, a credit card company conceived of Small Business Saturday, and, boy, has it taken off. In fact, last year, according to a survey conducted by the National Federation of Independent Business and American Express, shoppers numbering over 100 million spent $17.8 billion in 2018.
And, sure, even though you might think that shopping sprees would have happened with or without Small Business Saturday, 70% of Americans said they were familiar with Small Business Saturday. There’s a growing awareness that the Saturday after Thanksgiving is a day when shoppers should support small businesses and take advantage of the numerous Small Business Saturday sales and discounts being offered.
So, if you’re a small business looking forward to Small Business Saturday this year, especially if your business is tech-focused, you’ll want to be ready. You’ll want a team of helpers — your squad, if you will. To be on top of Small Business Saturday, make sure your “squad” is composed of the following individuals:
A Savvy Marketing Person
You can’t expect your customers to take advantage of your Small Business Saturday sales, specials discounts or whatever you’re offering if they don’t know about them.
Maybe your marketing team is just you posting information on social media. As somebody who owns a direct marketing firm, you won’t be surprised to learn that I don’t feel that marketing on social media is enough. How many people are really checking out your Facebook page? In the end, though, it is better than nothing.
If you want to really reach a lot of people, hiring professionals who do this day in and day out is the best way to go, in my opinion. But whether you go it alone or have a team of people working for you, you need to get your message out there: It’s Small Business Saturday, and people who don’t drop by your business are going to miss out.
A Very Smart Accountant
This could be your CFO, of course, or an actual accountant — or maybe it’s just you, and you have a knack for numbers.
In any case, you want to find that sweet spot where you can offer something that will attract consumers who are predisposed to shop at your business on Small Business Saturday — but not something that is going to kill your profits. Granted, sometimes it can make sense to offer extreme discounts if you’re offering loss leaders to get shoppers in a store to buy other merchandise — or if you’re offering specific sales to potentially new customers who will become loyal customers.
But, again, crunch the numbers, and don’t get so excited about Small Business Saturday that you turn what should be an extremely profitable day into a financial bath.
Other Business Owners
Keep in mind that this is a good day to promote other businesses as well. Sure, that might sound crazy at first. But if you’re a restaurant owner, there’s no harm in partnering with the local movie theater — and offering discounted theater tickets to people who get a meal at your restaurant.
If you own a flower shop, you might partner with a local IT business. Maybe they’ll offer exclusive deals to your store for anyone who buys gardening tools — and vice versa. Of course, you could do this any day of the week, but Small Business Saturday is one of those shopping holidays that reminds people that small businesses often have skills and customer service that the big companies can’t match. So, by all means, this is the weekend to capitalize on that sentiment.
A Well-Supported Staff
Are you planning on supporting your staff on Small Business Saturday? You might consider offering bonuses or commissions or giving out gift cards at the end of shifts for a job well done.
Have some fresh doughnuts in the break room. Give your staff free coffee. Bring in a catered lunch.
I’m not saying you need to do all of those things, but do something if you can. You want to show your employees that you care about them and realize that it’s a busier day than normal. Everyone’s going to work hard, and you should appreciate them for that.
In other words, while you’re going to need support, so will your employees. While Small Business Saturday may be centered around small businesses, there is nothing small about this shopping holiday.